The Secret Sauce to Account Based Marketing and Sales - Sales Hacker Webinar

Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE

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#SHWebinar Show Notes•Use the hashtag #SHWebinar to interact and ask questions on Twitter• Ask questions in the Go To Webinar Questions panel•Q&A will be done towards the end of the hour• The recording of this webinar will be posted on SalesHacker.com later this week.• Tweet us at @saleshacker @engagio


Agenda

Sales Hacks for ABE

3 Step Process

Why Account Based?


Why Account Based Everything


Nets versus Spears

DemandGeneration Account Based


ABM Is the Hottest Thing in B2B Marketing

The Next Big Thing?

Google Trends for Account Based

Marketing

Engagio founded

Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE 7

But Marketing Isn’t SufficientABM Not Enough

Source: TOPO

15%

Penetration into target accounts

Rise of Sales Development

“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO


Account Based Marketing

Account Based Sales

Development

Account Based Sales


Hello, Account Based Everything

Orchestration

Account Based

MarketingAccount Based

Sales Development

Account BasedSales

Account Based

Customer Success

3 Step Process for Account Based

Everything


#FlipMyFunnel

What do we want to say?(offers)

Who should we say it to?(segments)

Who are we trying to reach?(accounts)

What should we say?(message)

Where should we say it?(channels)

Where should we say it? (channels)

INBO

UND

OUTB

OUND

Who


Styles of ABE

5-50 accounts (“tens”)

50-1,000 accounts (“hundreds”)

1,000+ accounts (“thousands”)

Hybrid

Lite

Classic

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Accounts Per Rep

• Accounts per rep distributed depending on market segment - SMB, MM, ENT• How many stakeholders does it take to close the deal?

More stakeholders = less accounts• Key measurable is number of people a rep must

manage• Can also depend on territory size

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Where To Get Contacts

• LinkedIn / LinkedIn Sales Navigator• PitchbookVC, CapitalIQ, Mattermark, Capture (Ringlead),

DataFox, Growbots

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Selecting Accounts

• Select accounts based on your low hanging fruit or those that match your ideal customer profile.• Update your accounts and contacts within the accounts

continually• Keep tabs on job changes. New people buy new things.• Keep an eye on any pre-qualifiers like funding/M&A

event, press releases, or any other tell tale signs like using a complimentary product.

What

With #ABE you need to knock on people’s doors.

– @jonmiller



• Broken personalization – my name is Jon!!

• Typos• Focused on their needs rather

than value to the customer


Opt out, tune out, toss out

“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”

– Craig Rosenberg


Three most important factors in enterprise decision: • Knowledge and understanding of my unique business

issues • Knowledge and understanding of my industry • Fresh ideas to advance my business

ITSMA

“75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.”75%

25%

Yes

No


• Market• Company• People• Relationships• History• Connections• Door Openers

What To Research

@saleshacker

Crafting Outreach Emails

• Use the 10-80-10 formula• Personalized Intro (10%)• Templated body, geared towards 2-3 common

denominators of your list (80%)• Personalized Outro (10%)• Many sales acceleration companies (including Engagio)

allow you to do this

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Teaming Sales & Marketing • Marketing supplies Sales with contact relevant for certain

segments • Preferably broken down by industry, or however you

organize your territories• Provide value repeatedly for prospects. Marketing should

surface the value add content that bridges external value add content (event related to their business success) and internal sales content (case studies)• Use tools like CharlieApp, Rapportive, Engagio Scout, etc

to get dossier on prospects and news in their industries

Where


Channels for Outbound Account Based Everything

Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization

Sales / Sales Development• Human Email• Phone• Social

Channels

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Sequences & Types of Outreach

• 4 main types of scalable outreach are:• Email• Phone/Voicemail• LinkedIn• Twitter

• Effective Frequency. Stay on their radar• Create a cadence or sequence of outreach – X number

of touches over Y days



Account Executive

Marketing Ops

SDR Manager

Roles

Account Management

Account Executive

Sales Development

Rep

CEO

Sales Ops

Coach Quarterback

Players

VP, SalesDemand Gen

Implications of Account Based

Everything


Lead to Account Matching

LeadsAccount

Fuzzy logic match on name, company, IP, geography =• Account-level visibility• Better routing


Marketing Qualified Accounts (MQAs) not MQLs

35

Breadth

Dep

th

ABE Market Map


SelectionIdentify and

prioritize target

accounts, align on

resources by Tier 1, 2, and

3

ContactsDiscover

contacts and map to your

accounts, ensure quality

data

InsightsUnderstand what is relevant and

resonant at accounts (triggers,

priorities, etc.)

InteractionsManage 1:1 account-based

interactions in channel – events, outbound, digital (ads, web)

Orchestration

Synchronize interactions into

coordinated plays that align to

account plans and goals

Analytics & Infrastructur

eMap leads to

accounts, identify hot accounts

(MQAs), measure ABM efforts

Personalization

Create account-specific content and

messaging that reflects insights

Ads

Hum

an E

mai

lEv

ents

Dire

ct

Com

plem

enta

ry

Web

Pred

ictiv

e

Attr

ibut

ion

Ana

lytic

s

Dia

ling

Insight Sources

Aggregation

engagio.com/GuideGet your free copy today!

The Clear and Complete Guide to

Account Based

Marketing


• Marketing isn’t sufficient for comprehensive account-based outreach

• Account based marketing and account based sales development perpetuate silos – need Account Based Everything

• Outbound does not need to mean interruption; use account-specific research to maximize relevance

• Coordinate account-based plays across channels and players for maximum impact

• Lead to Account Matching is the foundation of account-centric success

Tweetable Takeaways

@jonmiller

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